Tmall Next Year Or Cancel Double Eleven 19 Billion 100 Million Will Become A Masterpiece.

According to the reporter, there are many senior Taobao small businesses infiltrating merchants.

Next year will no longer hold the intention of double eleven.

And from Alipay's internal high-level news, Ali group's attitude to double eleven has been "unhappy".

Up to 13 billion 200 million

It is reported that in November 11th, Tmall joined Taobao to create the highest single day paction record in retail history. There were more than 217 Tmall mall stores, with a turnover of more than ten million Alipay. Among them, there were 3 shops selling more than 100 million yuan per day, and 14 stores selling more than 50 million.

For Tmall no longer holds double eleven, analysts believe that Tmall has made up its mind mainly for four reasons:

First of all, Tmall made full use of the double eleven promotion of four consecutive years. It fully established the absolute superiority of the open platform mode. The single day turnover of 19 billion 100 million made it difficult for Jingdong, Dangdang, Amazon and suning.com to stand out. The gap between platforms has been completely opened up.

At the same time, double eleven also shook the nerves of traditional industries. No one dared to underestimate Tmall, its purpose has been achieved.

Second, the double eleven low price promotion strategy has been constantly affecting the price system, and the profits have been reduced to a certain extent, which has caused a certain degree of damage to the branding. Many brands have been tired of life and death. Instead, Tmall is trying to establish a "Fifth Avenue" flagship commercial Street in the future. It is necessary to restore the profits and brand image of the business and replace the cheap marketing method with a better service system.

In addition, double eleven created 19 billion 100 million turnover, but this part of the paction did not belong to Tmall. The proceeds from Tmall only came from trading. The 3% to 5% statistics by CEO Zhang Yong said, that is, 600 million yuan to 1 billion yuan.

A source told the billion state power network that in order to promote the double eleven and remove the free resources from integration, Tmall's hard input in the early stage is also hard to lower than 500 million yuan, and other inputs are harder to calculate.

Therefore, in terms of the project itself, it is not cost-effective to build a double eleven.

Finally, platforms and brands continue to put their capital on the marketing level. Big sellers and big brands are revelling, while small and medium businesses can not enjoy the pleasure of double eleven. This is obviously contrary to the strategy advocated by Ma before to support more high-quality annual sales of millions of businesses.

While creating records, it is necessary for Ma to think about how to balance all species in the whole ecosystem of Alibaba, rather than the Matthew effect.

However, Ma Yun for this double eleven momentum has mentioned that to double eleven into a consumer day, or business day of Thanksgiving, so the industry expressed their conjecture to reporters.

Even if we do not hold a double eleven, we will still retain this festival, but it will not have such a large scale. It means that 19 billion 100 million such a volume will be hard to reproduce and become a real masterpiece.